Coca-Cola’s Dasani Sparkling Inks First Sports Sponsorship As PGA Tour Partner
Monday, September 17, 2018 at 03:30PM in Coca-Cola, Dasani, FedEx Cup, Golf, PGA Tour, sports marketing

NYSJ Sports-Entertainment Business News Service

September 17, 2018:
Calling it the first sports partnership in the brand’s history, Coca-Cola’s Dasani Sparking has signed a deal naming it the “official sparkling water of the PGA Tour.

The alliance begins this week at the Tour Championship at East Lake Golf Club in Atlanta.

Coca-Cola, headquartered in Atlanta, is a partner of the Tour Championship, which serves as the culminating event of the FedExCup Playoffs.

Financial terms were not released.

Coca-Cola said that company ambassador Jordan Spieth would be featured across Dasani Sparkling’s POP and on-course creative.

“We are extremely grateful for Coca-Cola’s longstanding involvement in golf and support of the Tour Championship since 1982,” Brian Oliver, evp-corporate partnership for the PGA Tour, said in a statement.

“We are thrilled that Dasani Sparkling has chosen the PGA Tour for its first sports sponsorship, and look forward to activating the PGA Tour platform to connect with fans and active golfers around the world.”

Coca-Cola said the Dasani Sparking pact builds on its “longstanding partnership with the PGA Tour, the company’s pouring rights with the Tournament Players Club network of clubs and its overall history in the game of golf, which traces back to the 1940s when Hall of Fame golfer Bobby Jones appeared in his first Coca-Cola campaign.

The alliance comes with other multi-media marketing, anchored by a TV spot, “Dasani Sparking Brings Extra Sparkle To PGA Tour,” that will break on NBC during its coverage of the Tour Championship.

The working tag line: "Dasani Sparking: Officially adding sparkle to the PGA Tour and the Tour Championship."

On-site, the product will be featured at the Dasani Sparkling seating sections, located at the 1st tee and 18th green.

For people 21 and over, several venues on-site will offer the signature cocktail of the Tour Championship, The Shamrock, made with  fresh lemonade, Dasani Sparkling Black Cherry and Grey Goose Cherry Noir.

According to Brad Spickert, svp-hydration for Dasani, “The PGA Tour continues to be one of sport’s most celebrated brands, and the Tour Championship one of golf’s most prestigious events.

"We look forward to extending our history in golf and connecting Dasani Sparkling with golf fans and the Tour’s tournaments around the world through the partnership.”

In the humorous commercial, a man who is not but appears to be a stockier version of golfer Dustin Johnson talks about the water obstacles at East Lake Golf Club but how Dasani would bring an “extra sparkle” to the proceedings.

“Golf is a tough game,” he says. “It’s about close-calls. It’s a game of risks and rewards. Go easy . . . or go for it. Breezes, teases, yips, shanks . . . water hazards.

“Golfers lose millions of balls each year in this lake,” he then says, referring to the major hazard at the signature 6th Hole (213 Yard Par 3), which the Club said was the first island green in America and “requires the golfer to fly the ball 200+ yards over water before seeing any signs of dry land.”

Said Spickert, “Dasani Sparkling is excited to make a splash at the storied East Lake property."

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